Round 4: Let’s Make Art.
Strangely, I keep coming back to this conclusion.
Yes, in the past few posts, I’ve thought about the need for better content; about what constitutes better content, and about the undeniable fact that better content doesn’t necessarily sell online, but that we should strive for better content nonetheless.
But why art?
Because good art comes from the heart. As Paul Cezanne said, “An art which isn’t based on feeling isn’t an art at all.” No matter what an artist’s craft is—whether it’s sculpturing or watch making, the ultimate goal of art is, through both the process and the final product, to touch the audience. And even if, as content creators, not every piece of our work will end up as art, the very fact that we’re striving towards it means we’re on the way to touching someone else.
The fact that we’re aiming at a higher, loftier goal also means we’re raising the bar for all.
One can build a functional watch aimed at simply telling the time, and it won’t bring the overall standards of watch making up. But if a craftsman aims at creating a work of art, even if he should fail, his efforts will have made his fellow watchmakers aware of the higher possibilities. An house builder can build houses just to put roofs over heads, or he can design an inspiring piece that, artwork or not, transforms the way people look at architecture.
Similarly, we can create content just to get more eyeballs and thus revenue, or we can create content that inspires and touches. Content that makes a user go, “I didn’t know you can find that on the Internet.”
And so, by “making art”, I don’t mean you need to actually be drawing. I do mean that you should be aiming higher than just click conversions. Like I suggested, we should aim for our content to be free both in form and substance. And we should aim to challenge a user, to open his eyes to what can be achieved with the Internet.
Lofty goals, yes. But definitely worth striving for.